工商管理专业英语总复习

1一、专业短语中英互译1、searchengineoptimization(SEO)搜索引擎优化2、value-basedpricing价值导向定价3、grossmargin总临润，（销售）毛利4、franchising特许经营权；特许专营5、licensing许可、批准6、post-purchasebehavior购买后行为7、Mergerandacquisition合并与收购8、Directexport直接出口9、whollyownedsubsidiaries全资子公司10、intermediary中介、中介机构11、Productlifecycle产品生命周期12、Brandloyalty品牌资产13、cost-basedpricing成本导向定价14、Valueproposition价值主张15、Convertibles可转换债券16、tariff关税17、transaction交易18、wholesalers批发商19、targetprofitpricing目标利润定价20、marketpenetration市场渗透21、personalselling人员推销22、customerrelationshipmanagement客户关系管理23、Interestrate利率2二、句子翻译1、SalesforJohnson’sBabyShampooincreaseddramaticallyafterthecompanypositionedtheproductnotonlyforbabiesbutalsoforactiveadultswhoneedtowashtheirhairfrequently.(答案：强生公司将其婴儿洗发水定位为不仅用于婴儿，也可用于需要经常洗头的活跃成年人后，此产品销售额显著上升。)2、此处要点在于：在市场细分时，由于某个主要竞争产品已经在销量上和消费者心目中都居于主导地位，一些细分市场必须放弃。（答案：Themainpointhereisthatinsegmentingmarkets,somesegmentsmighthavetobeforgonebecauseamarket-leadingcompetitiveproductalreadydominatesinsalesandinthemindsofcustomers.）3、FMCGsupplierssuchasNestleusetheirwebsiteasamethodofgeneratinginteractionbyprovidingincentivessuchascompetitionsandsalespromotionstoencouragethecustomertorespondwiththeirnames,addressesandprofileinformationsuchasageandsex.（答案百度：雀巢等快速消费品供应商使用他们的网站作为一个方法产生互动的竞赛和促销活动等提供激励,鼓励客户回应他们的名字、地址和个人信息如年龄和性别。）4、Inthenarrowestsense,priceistheamountofmoneychargedforaproductorservice.Morebroadly,priceisthesumofallthevaluesthatconsumersexchangeforthebenefitsofhavingorusingtheproductorservice.（答案：狭义上讲，价格是对产品或服务收取的费用。广义上讲，价格是消费者拥有产品或使用服务而得到益处的所有交换价值。）5、Advertisingleadstobrandingandpromotesbrandloyaltyaswell.Onceusershavebecomesatisfiedwithaspecificbrand,theytendtostaywithit.（答案百度：广告会导致品牌和促进品牌忠诚度。一旦用户已经成为满意一个特定的品牌,他们倾向于保持。）6、上瘾性消费行为：对商品或服务的一种生理或心理上的依赖。（答案：Addictiveconsumption:Consumptionadditionisaphysiologicalorpsychologicaldependencyongoodsorservices.）7、经济因素包括经济增长、利率、汇率、经营成本（如燃料）、通货膨胀率、服从法令的成本。3（答案：Economicfactorincludeeconomicgrowth,interestrates,exchangerates,operatingcosts(e.g.fuel),inflationrate,costsofstatutorycompliance.）8、缩小选择范围的方法之一是选择某一产品特性，然后将所有不具备该特性的产品排除。（答案：Onewaytobeginnarrowingthenumberofchoicesistopickaproductattributeandthenexcludeallproductsthatdon’thavetheattribute.）9、Ifaconsumerfindsthataparticularproductfulfillstheneedforwhichitwaspurchased,theprobabilityishighthattheindividualwillrepurchasetheproductthenexttimetheneedarises.（答案：如果消费者发现他所购买的产品满足了购买时的需求，那么他很有可能会在下一次需求出现时继续购买该产品。）10、Iftheconsumerisdissatisfied,marketersmustdecidewhethertheproductwasdeficientorconsumerexpectationsweretoohigh.（答案：如果消费者不满意，市场营销者必须做出判断是产品本身的缺陷还是消费者期望过高。）11、Marketingresearchistheprocessofdefiningamarketingproblemandopportunity,systematicallycollectingandanalyzinginformation,andrecommendingactionstoimproveanorganization’smarketingactivities.（答案：营销调研是定义营销问题及机会，系统收集、分析信息，并为组织的营销活动提出建议的过程。）12、焦点小祖根据人口统计、心理统计等因素由精心挑选的6-10人组成，对某些主题或兴趣进行深入讨论。（答案：Afocusgroupisagatheringofsixtotenpeoplewhoarecarefullyselectedbasedoncertaindemographic,psychographic,orotherconsiderationsandbroughttogethertodiscussatlengthvarioustopicsofinterest.）三、阅读PublicRelationsAcompanydoesnotfunctioninavacuum,butratheraspartofasociety.Thatsocietyconsistsofthepeoplewhoworkforit,thepeopleandcompaniesthatdobusinesswithit,thepublicatlarge,andthegovernmentthatregulatesandtaxesit.Thesegroupsareknownasacompany’s“publics.”Inorderforacompanytodealwiththesepublicseffectively,arelationshipoftrustmustexist.Employeeswillnot4cooperatewithorputforththeirbesteffortsforacompanythattheydonottrustorthattheyfeelistakingadvantageofthem.Thepublicwillnotbuyproductsorservicesfromacompanythat,intheirview,isnotresponsibleortrustworthy.Andthegovernment,astheprotectorofthesocietyitgoverns,isespeciallyvigilantindealingwithacompanythatitregardsasnotoperatinginthepublicinterest.Giventhesecircumstances,everybusiness,whetheritisagiantcorporationorasmallfactory,afive-starhoteloraroadsidetavern,needstogivesomethoughttotherelationshipithaswithallthevariouspublicsitinteractswith.Thetechniquesthatacompanyusestoimprovetheserelationshipsareknownas“publicrelations”,alsocalledPR.Thegoalofpublicrelationsisusuallytoimprovetheclimateoratmosphereinwhichacompanyoperates.Herearesomeresultsacompanymightexpectfromasuccessfulpublicrelationscampaign:Itsproductsandservicesarebetterknown.Itsrelationshipwithemployeeshasimproved.Itspublicreputationhasimproved.Asuccessfulpublicrelationscampaigncangetpeopletodosomethingthatwillhelpacompany,stopthemfromdoingsomethingthatmighthurtit,oratleastallowthecompanytoproceedwithacourseofactionwithoutcriticism.“Anorganizationwithgoodpublicrelationshasafavourableimageorreputation,perhapsasaresultofpublicrelationsactivities.”SaysRichardWeiner,anotedandaward-winningpublicrelationscounselor.Indevelopingandimplementingpublicrelationsplans,companiesoftenuseasimplefive-stepprocess:researchorfactfinding,planning,action,communication,andevaluation.AclassicexampleofpublicrelationsatworkisMcDonald’s.IthasalwaysbeenimportanttoMcDonald’stobeknownasacompanythatvaluescleanliness.Indeed,founderRayKrocemphasizedcleanlinessalong